The number of consumers using social media to resolve customer service issues has dropped compared to two years ago according to a new survey commissioned by NICE Systems and the Boston Consulting Group.
While daily, weekly, and monthly use of social media channels doubled between 2011 and 2013, those same categories declined between 2013 and 2015, while the number of respondents who never use or are not offered social media customer service rose from 58 percent in 2013 to 65 percent in 2015.
Respondents who do not use social media for customer service purposes cited a number of reasons why including the time takes to address issues (33 percent), limited functionality (32 percent), and that it isn't feasible for complex tasks (30 percent). What's even worse is that social media, according to the survey, was the channel with the highest percentage of abandons in both 2013 and 2015, with the number rising from 32 percent to 42 percent over that period.
"This year's survey serves as further proof that customer service is becoming more complex and more critical for a company's success," says Tom Dziersk, President NICE Americas. "When an organization can create a perfect experience, there are many dividends, and as the report's findings make clear, ample room for improvement creates many opportunities for businesses to set themselves apart. Every day, we see companies that partner with NICE beginning to better anticipate the journey of their customers. They are leveraging advanced analytics to better understand customers both as individuals, as well as a collective, to ensure that they are best prepared to provide service that makes a difference."